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Day 1

• Consider the people in the ad. To what social group do they belong? Be as specific as possible. Use at least two social features to define their social group.
• How are they portrayed? Define that term in detail.

Day 2

• You will determine the advertisement with which your group will work.
• You will complete the shared group work.
• Each group member will complete their individual task.
• If time remains, you will practice.

1. Consider the people in the ad. To what social group do they belong? Be as specific as possible. Use at least two social features to define their social group.
2. Further consideration of people and their depiction: Consider the following: facial expressions, poses, actions, hairstyle, age, sex, hair color, ethnicity, education, occupation, relationships (of one to the other). What is the effect? How are they portrayed? Define that term in detail. THIS IS YOUR CONTROLLING IDEA.
3. What is the general ambience of the advertisement? What mood does it create? How does it do this?

1. What is the benefit of purchasing the product? How will it impact the social group?
2. What is the MAGIC, if any, in the ad?
3. Who is the anticipated audience? How do you know?

1. What is the role of music in the ad? (where applicable) What is the effect in furthering the particular portrayal?
2. Comment on the language used in the ad (both the spoken and written word). What is the effect in portraying the social group? What techniques are used by the copywriter/screenwriter: humor, alliteration, definitions of life, comparisons (simile-metaphor-etc.), sexual innuendo, and so on?

1. How does the ad use image in an effective manner? Remember to consider the following: Body language, costuming, color, size and shape
2. What signs and symbols do we find? What role do they play in the ad's impact?

1. Comment on the structure of the argument. For print ads, focus on the elements arranged on the page (layout), font type, expected order in which the audience would read and receive the message, etc. For commercials, consider the same elements, but be sure to look very carefully as there are many frames to consider. What is the effect of the structure in making the specific argument about your social group? How does structure contribute to that portrayal?

1. What does this ad say about our culture? How do you know? Consider the commentary on the social group to which you are assigned. What sociological, political, economic or cultural attitudes are indirectly reflected in the advertisement? An advertisement may be about a pair of blue jeans but it might, indirectly, reflect such matters as sexism, alienation, stereotyped thinking, conformism, generational conflict, loneliness, elitism, and so on. Your job is to thoughtfully and thoroughly consider the WHY. Why is the social group depicted in this way? What does it reveal?